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Theresa Bayagbon Josh Palmer

Marketing • Business Studies

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Artificial Intelligence (AI) and Contemporary Marketing Practices: Implication for Business Revolution in Nigeria

Journal Article • 2025

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In today’s rapidly evolving digital era, artificial intelligence (AI) has emerged as a transformative force in modern marketing, fundamentally reshaping how businesses engage with consumers and deliver real value and satisfaction. This study aims to examine the strategic dimensions of AI and their impact on transforming current marketing practices by Nigerian businesses for sustainable growth and global competitiveness. Grounded in the dynamic capabilities theory, the study explores how AI en...

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